Dive Brief:

• The largest advertiser in America, Procter & Gamble, has put its North American media business up for review, as the company looks to discard non-core brands and slash costs.
• The consumer products giant's North American media business is worth around $2.6 billion, and is currently handled by Starcom MediaVest Group and Dentsu Aegis's Carat, according to Adweek.
• The move to review the media business comes five months after the appointment of Kristine Decker as U.S. Media Chief in January.

Dive Insight: 

P&G continues its corporate makeover, which it has been carrying out in recent months, with the review of its North American media business. Last summer, P&G cut the number of brands in half, causing a big shift the corporation's agency relationships. And the consumer products brand added a new U.S. media chief in January, pointing to an on-going shakeup for P&G.